Brandwave

Microsoft Entra ID vs Okta:Which is more popular?

In September 2026, Okta had more branded searches than Microsoft Entra ID among authentication platforms in New Zealand. Okta had about 1,480 branded searches, while Microsoft Entra ID had 740. Okta made up 43.4% of all authentication platform searches we track, and Microsoft Entra ID accounted for 21.7%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Microsoft Entra ID appeared in three of the five answers and Okta in one. Microsoft Entra ID was mentioned before Okta in every answer that named either.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Okta, about 2 searches for every 1 for Microsoft Entra ID

Okta 1.5K searchesMicrosoft Entra ID 740 searches

Who does AI mention more?

Microsoft Entra ID, mentioned in 3 of 5 answers, Okta in 1

Microsoft Entra ID in 3 of 5Okta in 1 of 5

Who does AI recommend more?

Microsoft Entra ID, named ahead of Okta in 2 of 2 answers

Microsoft Entra ID first in 2Okta never first

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Top authentication platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Entra ID was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Okta was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Entra ID was listed before Okta in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Auth01st
  2. Microsoft Entra ID2nd
  3. Clerk3rd
  4. Amazon Cognito4th
  5. Okta5th
  6. WorkOS–
  7. Microsoft Entra External ID–
  8. Firebase–
  9. Stytch–
  10. Frontegg–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Microsoft Entra ID3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Auth03 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Cognito3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clerk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra External ID0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frontegg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about authentication platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Microsoft Entra ID or Okta more popular in search?

This chart shows how often people search Google for Microsoft Entra ID and Okta by name. Each line represents a brand's share of searches for all ten authentication platforms we track, month by month, from searches in New Zealand.

Microsoft Entra ID and Okta among authentication platforms in New Zealand, by month

Share of searches by month for Okta, Microsoft Entra ID. The figures are in the table below the chart.

View monthly share of searches table
MonthOktaMicrosoft Entra IDAuth0WorkOSAmazon CognitoMicrosoft Entra External IDClerkFirebaseStytchFrontegg
Oct 202554.8%16%15.3%4.7%3.7%2.2%1.5%1.2%0.25%0.25%
Nov 202554.6%14.4%16.6%4.3%3%1.6%2.4%1.9%0.82%0.27%
Dec 202555.2%12.1%16.9%5.5%2.8%2.1%3.1%1.4%0.69%0.34%
Jan 202655.9%13.6%17.4%4.6%2.6%1.4%2.3%1.2%0.58%0.29%
Feb 202649.3%19.3%18.1%4.5%2.4%2.7%2.4%0.89%0.3%0.3%
Mar 202654.5%16%16.4%4.7%3.2%1.6%2%0.9%0.45%0.23%
Apr 202654.3%14.7%16.6%5.3%2.5%1.9%3%1.1%0.28%0.28%
May 202646.4%19.9%18.9%7.1%2.3%1.3%2.8%0.77%0.26%0.26%
Jun 202649.6%21.4%15.2%6.6%1.7%1.7%1.7%1.2%0.49%0.25%
Jul 202656.4%18.9%11.8%5.4%2.6%1.2%2.1%0.94%0.47%0.24%
Aug 202646.9%23.6%13.6%7.6%3.3%1.1%1.9%0.81%1.1%0.27%
Sep 202643.4%21.7%17.6%7.9%4.1%1.8%1.5%1.2%0.59%0.29%

How has the Microsoft Entra ID and Okta comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand authentication platforms in September 2026?

2 changes

  1. In September 2026, Okta lost share of searches among authentication platforms in New Zealand, from 46.9% to 43.4%.

  2. In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Microsoft Entra ID’s and Okta’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Microsoft Entra ID

2 branded search terms

  • entra id
  • microsoft entra id

Okta

5 branded search terms

  • lineage okta
  • okta
  • okta identity
  • okta sso
  • okta verify

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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